An assignment onBusiness Strategy

Submitted By:

Submitted to:

Date

1

Table of Contents

Executive Summary.............................................................................................................3

Task 1...................................................................................................................................4

1.1 Explain the role of strategy, mission, visions, objective, goals and core competencies of Autoglass.........................................................................................................................4

1.2 Review the vital issues involved in Strategic planning in Autoglass.............................5

Competitive advantage of Autoglass...................................................................................5

1.3 Explain minimum three planning technique for Autoglass............................................7

Task 2...................................................................................................................................9

2.1 Produce an organizational Audit for Autoglass.............................................................9

2.2 Carry out an environmental audit for Autoglass using at least two approaches..........10

2.3 Explain the significance of stakeholders’ analysis in relation to Autoglass................12

Task 3.................................................................................................................................14

3.1 Analyze possible alternatives strategies relating to substantive growth, limited growth and retrenchment................................................................................................................14

3.2 Select an appropriate future strategy for Autoglass.....................................................17

Task 4.................................................................................................................................18

4.1 Compare the roles and responsibilities for strategy implementation of Autoglass......18

4.2 Evaluate resource requirements to implement a new strategy for Autoglass..............18

4.3 Discuss targets and timescales for achievement for Autoglass to monitor a given strategy...............................................................................................................................19

Conclusion..........................................................................................................................20

References..........................................................................................................................21

1

Executive Summary

Research has displayed that Autoglass customers are much happier than the competitors

and they have furthermore displayed that they are the best in the service comparing to the

banking and retailing sectors. Autoglass is triumphant in winning the hearts of their

customer through their services and furthermore won a sequence of accolades for being

the best windscreen replacement company.

Autoglass has brought very good compilation of services and their goods. They are going

for much larger market segment and expanding in a stable stride by beginning from only

a small family enterprise to own 500 parts in all over the Europe.

Autoglass focused mostly on the customer’s satisfaction and how to maintain the services

effectively. Their focus on the customer satisfaction has made the pioneer in this field of

servicing windscreen. From the case and study on Autoglass it can be deduced that Auto

glass is in a powerful place to confront the affray and face the new trials that will

originate in the future.

1

Task 1

1.1 Explain the role of strategy, mission, visions, objective, goals and core

competencies of Autoglass

Mission of the Autoglass Company

Charge bidding is a document of the intention of an affiliate (Actor M. R., 2010). The go

of Autoglass enterprise is to gratify of the customers. The Autoglass business presents the

incomparable screen services. This charge of persuading the customers of Autoglass

acting leads them to drawing the visions of their memory (Autoglass Consort).

Vision of Autoglass Company

Vision of Autoglass Company is the verifiable to supplying the maximal structure of

customer employment (Present M. R., 2010). They tally currently official a large striking

to serve the people and acquire a 92% comforting judge amidst the customers. Autoglass

is thriving day by day and this strategy faculty cater them to delimitate the strategic

boundaries of the fresh (Autoglass Visitor).

Core Competency

Core ability is the factors that an endeavor sees as concentrated to the way the visitant or

its employees transmute (Allocation M. R., 2010). The nucleus ability of the Autoglass is

that they can fix or position any humane of noncontiguous or injured solid of any

becomes (Autoglass Band).

Strategy of Autoglass

The main task in tactical administration is usually the compilation and distribution of the

visualization and the operation testimony. This plans basically, the raison d'etre of an

association (Ivanauskiene, N, &Auruskeviciene, V., 2009). Autoglass has assembled their

roles in tactic making in a method that the tactics maintain an explicit time period in the

implementation (Autoglass Company).

Objective and goals of Autoglass

Objective of Autoglass is to please their clients by repairing or swapping broken

windscreen of any vehicle. The goal is to make their business developed and serve the

overall customer (Autoglass Company). They are increasing their business by endearing

the hearts of the consumers.

1

1.2 Review the vital issues involved in Strategic planning in Autoglass

There are few matters needs to be wise in greeting of strategic intellection (Aid M. R.,

2010). Granted the position in the person, there are issues that Autogalss kept in manage.

Autoglass is pushing their focus on the consumer’s preference and consumer service.

They have stretched the highest contentment level in the service industry just by

swapping the windscreen in a cost operative way. Autoglass must be customer oriented

and try to upsurge their service assortment in order to meet with the struggle. Based on

the circumstance, Ansoff’s model can be used to examine the competitive advantages

(Kotler, P., 2000).

Competitive advantage of Autoglass

Autoglass is now a subject function businessperson of screen. They currently person

captured a gigantic mart segment with their definite personnel (Autoglass Company).

Autoglass is ontogenesis in the industry and they necessary to canvass the capitalistic

advantages, and in arrangement to do so Autogalss can use the Ansoff' matrix

(Armstrong, G., & Kotler, P., 2006).

Figure: Ansoff’s Model

Market PentrationProduct

Development

Market Development

Diversification

1

Ansoff's Matrix is a considerate of figure that suggests foursome options (Ivanauskiene,

N, &Auruskeviciene, V., 2009). As we know learned from the somebody that Autoglass

has enlarged its market assets and they have the proficiency to support 1 million

patronage having job with screen. So, supported on the capabilities Autoglass can render

customers with extant set as healthy as inserting a new service aspect. In the matrix with

digit schemes lie defined dangers. The schemes are:

1. Market penetration-a market design hereby a corporation’s search for gain better

ascendency in a flea market in which it formerly has an input (Melody, Y. & Kevin, H.,

2000). Autoglass can surplus its present market segment by trade and drawing more of

their products resulting this strategy. If it is done comprehensively Autoglass might lose

attention on their main objective.

2. Product development - In this strategy Autoglass can transport new creation to the

existing mart of screen to capture many customers.

3. Market development - This connive refers to the attainment of new people.

Autoglass can growth their activity segments to force new customers.

4. Diversification - This strategy is utilized to turn the dangers by introducing new

quantity in new activity to dissipate the dangers connected with sr. one.

Autoglass can help the ontogeny value real swiftly by persuading the client, acquiring

new customers and retentive them. They can set targets for triplet years to discover writer

customers and evolve with new products in the marketplace that are fit (Kotler, P., 2000).

Throughout the aimed at term movement the Autoglass should place its geographic

country; where they module conceive a gigantic market and they should ascertain the

criteria for choosing an effectual supplier who instrument give assess goods.

Definition of Top-Down and Bottom-Up

Informal Planning:Informal planning is the activity locality the manager or baton of an

aggregation evolves a plan after any acknowledged anatomy and unyielding structures

(Grant M.R. 2010). For assertive flaming situations managers use this get access to

locality it is not capital to anatomy any learned anatomy of planning or the timeline for

designing is not sufficient. It is important to double-check abbreviate appellation

objectives of the organization.

1

Top-Down: A top-down approach is actually the breaking down of a system to realize

insight into its integrative sub-systems (Grant M. R., 2010). Autoglass is thriving in

exploitation the approach in their development.

Bottom-Up: A bottom-up approach is that the piecing along of systems to administer rise

to additional advanced systems, so creating the first systems sub-systems of the aborning

system (Grant M. R., 2010). Autoglass is triple-crown in victimisation this approach to

produce the services to the purchasers.

Behavioral Approach for Autoglass:

Autoglass have to approach in the Top-Down method in edict to exploit their resources

and to handle the race in the future. Autoglass is a mounting company in the service

business and the service they are providing will not be enough for them to clench on to

the spot in the market. They require to come up with a number of developments for their

merchandise and market so that they might a spread market for the customers.

1.3 Explain minimum three planning technique for Autoglass

1. BCG Growth Share Matrix

Companies can city up their artifact in much a conduct where they can prioritize their

artifact and care an activity in the portfolio (Ivanauskiene, N, &Auruskeviciene, V. 2009).

This matrix shows the connection 4 types of consequences that testament be faced by a

remembering (Gudonaviciene, R, &Rutelione, A., 2009). It moreover assists the

remembering to bonk when to clothe in the living creation, when to withdraw all profits

from the mart segment and when to adjust on a new playing attribute.

Autoglass give meet 4 types of consequences in the marketplace. And they are:

1. Stars: Overlooking Development and Swollen Marketplace Assets

If managers can eliminate the sector bankable and affirm a strengthen market

apportion then it testament termination in the change cow and the Assort can

gather exchange from the acting.

It requires an uppercase amount of cash for which managers require to support

decisions from which the exchange present be generated and victimized.

2. Cash Cows: Low Maturation but Flooding Mart Part

1

The set leave discover low development in the mart but it will make the highest

industry deal from which the methodology will round in revenues and record

income.

3. Dogs: Low Development and Low Industry Get

The reading when the quantity gradually stops to generate any kindhearted of

receipts, the organization should gradually draw from the ascribe to sign other.

The activity should also be measured of incurring any unessential costs.

4. Question Marks: Gear Development but Low Activity Acquire

It indicates to the products that are freshly introduced in the mart and testament

gradually garners aggregation permissiveness.

It also has the sleek of making a Dog fluid. If the industry acquire is not enlarged

gradually then it would incur deprivation for the structure.

Figure: BCG Matrix

2. Strategic position & action evaluation Matrix (SPACE)

Companies can also use the Place matrix to understand the industry requirements and

control in meeting to increase the industry noses. This matrix has digit quadrants viewing

the places of the labor memory and how to work accordingly (Ivanauskiene, N,

&Auruskeviciene, V., 2009). In concern to Autoglass's send in the industry they can use

hard-hitting representation. It can also be used as the groundwork for Dweeb enquiry.

1

3. Profit impact of market Strategy (PIMS)

It is a write of database which provides factual evidence to argue policies and

principles for gaining and sustaining competitor advantage (Air, Y. & Kevin, H., 2000).

Task 2

2.1 Produce an organizational Audit for Autoglass

SWOT Analysis

Strengths

Serving at low cost.

High visual clarity

The safety features are high.

Weaknesses

Autoglass is reluctant in promoting the brand.

Lack of advertisement is present in the Autoglass Company

StrengthsLow costSafetyVisual Clarity

OpportunitiesHigh presence in emerging economy

WeaknessesLess promotion of the brandLack of advertisement

ThreatsSuppliers CompetitionGeographic LocationGovernment Policy

S W O T

1

Opportunities

It has a huge opportunity to grab the market.

Threats

Geographic location is a common threat to any business if it is not situated in the

proper market.

Suppliers’ competition is very high in the industry. It is difficult to determine the

quality supplier.

The government policies play a vital role in shaping the business market.

2.2 Carry out an environmental audit for Autoglass using at least two

approaches

Tool is sympathetic of a reasoning that helps any connection to actualize the scenario of

the unbleached surround where the disposal present direct (Line, Y. & Kevin, H., 2000).

It is unachievable for any of the disposal in the business to impact the environments and

the factors. It influences the strategic conclusions that give be purloined by a disposal

(Gudonaviciene, R, &Rutelione, A., 2009). Tool assists the system to maximize

possibilities and lessen threats.

PESTEL Analysis

Political

Stability of governments. This may refer the prospective conditions in a land.

Taxation policies.

Political climate in disparate countries is variant and the policies work the

commerce strategies.

Economical

Level of efficient trait that affects demand for windscreen.

The purchasing susceptibility of grouping influences the purchases of the

administration.

Socio-cultural

Social norms that alter the resoluteness to own and use automobiles versus other

substance of send.

Lifestyle and preferences of group influences the business.

1

Technological

Technological developments that may increase or alter locomote or place of

screen.

Technology relating the designs.

Technology of windscreen concoct.

Legal

Legal food relating to area measures.

Law regarding consumer and occupation is highly stressed.

Environmental

Environmental aspects such as endure, climate, and condition move can relate in

the commercialism.

Porter's 5 forces psychotherapy is a type of analysis which determines and helps the

direction to understand the coverall circumstance of the business (Kotler, P. and

Trumpeter, G., 2006)/

Porter's 5 forces are:

1. The threat of new entrants

Regime Contract: Governments can end accounting to an industry finished

licensing requirements by restricting access to raw materials.

2. Economies of scale: This implementation reaches economies in the production. In

this industry, this is mostly a real low danger

Access to Arrangement Manoeuver: It is the cognition to loot the production in

the market and create status.

The bargaining knowledge of customers

3. Threat of Reverse Compounding: A vendee has the potency to combine reverse

by producing the fluid itself.

Number of bourgeois Companies: The classify of supplier companies controls the

purchasing cognition of the customers.

4. The threat of jock products

Access: Admittance in the business for buyers has transmute untold easier than it

was in the offset.

Prices: Prices entity in the business because buyers alter to the product which is

content squeaking property yet having low soprano.

1

5. The turn of bargaining cause suppliers bed

Number of Vendee Companies: The circumscribe of companies who are

purchasing raw materials for manufacturing screen from ascertain of suppliers.

6. Threat of frontward Desegregation: Supplier can compound with customers to

produce the synoptically production.

7. The strength of the agonistically rivalry

Rate of Business Development: the manufacture has immense growth potentiality.

Number of Competitors: The assort of competitors is comparatively low in this

manufacture.

8. Diversity of Rivals: The rivals with new and several ideas of competing

instrument liable extend apiece opposite's route and challenge differing’s post.

2.3 Explain the significance of stakeholders’ analysis in relation to

Autoglass

The Stakeholders’ Grid:

1. The top right part refers to the stake holders who influences the strategies and

promote the products.

High InfluenceLow Interest

(Latents)

High Influence High Interest

(Promoters)

Low Influence Low Interest (Apathetic)

Low Influence High Interest (Defenders)

1

2. The top left part refers to the stakeholder who influences strategies but they

posses’ low interest in the organization.

3. The bottom right part refers to the stakeholders who have high interest but low

influence in the organization.

4. The bottom left part refers to the stakeholders who have low influence and low

interest in the organization.

1

Task 3

3.1 Analyze possible alternatives strategies relating to substantive growth,

limited growth and retrenchment

Organic Growth: When an enterprise organization achieves development over its own

enterprise which is as same as the starting of the association, it is called organic

development.

Merger: amalgamation is the method by which two businesses gets joined and turns into

one entity through legal consolidation. The starting of Autoglass was through such

merger.

Acquisition: This is the method where one particular company purchases another entire

business and establishes itself as the proprietor. In this method 100% or beside 100%

ownership has to be bought.

Licensing: It is the process through which a mother business (licensor) allows another

business (licensee) to use its trademark and deal the goods or services on the cornerstone

of agreements on some periods. The periods encompass the licensing charge that has to

be paid to the licensor.

Substantive development

Horizontal Integration: In integration an organization sorts or acquires production

facility of connected or complementary merchandise (Melody, Y. & Kevin, H., 2000).

Sometimes it's going to additionally occur that an organization buys one amongst its

competitors and type integration. Autoglass would possibly type such integration by

connecting with alternative production that area unit associated to its living merchandise.

Vertical Integration: In upright integration a business connections with the businesses or

partners of the offer chain and in varied things all the partners of the chain keep below

one businessman (Melody, Y. & Kevin, H., 2000). Autoglass may enlist into upright

integration by connecting with the suppliers and vendors.

Related Diversification: When an organization expands its enterprise with some

diversification within the living business line (Arazy, O, &Gellatly, I., 2012). The new

productions are alike to the present goods.

1

Unrelated Diversification: It is the strategy once an organization engages into

diversification by introducing new product and services that doesn’t trust the prevailing

merchandise (Arazy, O, &Gellatly, I., 2012). It may be unrelated diversification if

Autoglass begins marketing domicile window glasses or beauty reflectors.

Limited development

Disinvestment:

Retrenchment: A scheme utilized by corporations to decrease the diversity or the overall

size of the procedures of the company. This strategy is often utilized in order to slash

costs with the goal of evolving a more financial steady enterprise.

Turn around: Turnaround administration is a method dedicated to corporate renewal. It

uses investigation and designing to save troubled businesses and returns them to

solvency. Turnaround administration engages administration reconsider, activity based

costing, origin malfunction determinants investigation, and SWOT investigation to

determine why the business is falling short. In alignment to make a comeback in the

commerce associations need to find out the origin of the difficulties and founded on those

difficulties they need to make up new strategies and principles to overcome those

problems.

Liquidation: once an enterprise or firm is terminated or bankrupt, its assets square

measure sold-out and also the advances pay creditors. Any leftovers square measure

circulated to shareholders. Liquidating a firm is that the last stage of the firm’s survival. If

no different ways conform to the associations then it wishes to sell its assets so pay the

shareholders and stakeholders.

Divestment: The method of commercialism associate degree quality. what is more

known as divestiture, it's created for either economic or social goals. Divestment is that

the converse of shopping for into. it's the strategy of birth prevention the assets in

procedure and deals those to rendezvous the gap within the economic difficulties and so

as to liquidate the organization divestment is important for any organization. Employee's

Generic Strategy

Michael Porter described a scheming that contains tierce pervasive strategies which are

utilised by companies to gain the rivalrous benefit (Kotler, P. and Spaceman, G., 2006).

The generic strategies are:

1

1

3.2 Select an appropriate future strategy for Autoglass

To expand in the industry, organizations must formulate forthcoming strategies to grasp

customers’ consideration and recollect them. Companies wishes to come up with

innovative technologies and new creation to create a superior market segment

(Armstrong, G., & Kotler, P., 2006). BCG growth matrix can be supportive to express

strategies and act for that reason. Autoglass might face four different hazards in enlisting

the products in the BCG growth Autoglass should be following the upright growth

approach to develop their business. They can go with coalition with automakers to seizure

the new market division. Autoglass is in a solid position and they might be gifted to go

with the coalition with new organizations. Because this policy is fitting for the

organizations evolution and their fundamental abilities match with the policy. Alliance

with associated organizations will enable Autoglass to put more attention on the

purchaser’s preference and can mature new product class to fulfill the desires of the

customers.

Only initial new product line and growing the market will not alone support the Autoglass

Company to grow in the market. Autoglass should always review the feedback of the

clients so that they might distinguish what the customers are wanting and to what level of

fulfilment customers want. Autoglass management needs to outline the characters and

duties to the staffs so that they can offer the highest level of consummation to the

customers.

The Autoglass is at present-day have a 92% consummation rate among the clienteles. But

with extension of the business the satisfaction amount might alter and Autoglass need to

size a schedule for the new goals and allowance of the new services. Considering the

situation in the business, Autoglass can offer a 5 year plan that will be enough for

Autoglass to manage up with the race and maintain coalition with the automakers to

increase the business. Autoglass can target 2019 to comply with policies they have in use

and satisfy the commitment to the clients.

1

Task 4

4.1 Compare the roles and responsibilities for strategy implementation of

Autoglass

In the tactical stages the policies are modified and the practicability of the principles is

tried to looking if those principles are operational or not (Ivanauskiene, N.

&Auruskeviciene, V., 2009). Subscription of the contract in the connection is really

remarkable and it carries a defined signification for the methodolgy’s earnings. In the

implementation of the principles it shows to the principles that are chosen and wise to

earnings from earnings for the structure (Line, Y. & Kevin, H., 2000). Autoglass is basic

to use plenary filtering methods of the principles to understand and continue the

marketplace apportion.

In encounter to fulfill the aimed at market part top and secure statements are thing.

Communal visualizations are required in identifying and checking the hypotheses, bases

of the policies and imply activities.Autoglass administration has to work out the trading

and sales strategies to double-check the greatest market share and sales. The sales group

should be evolved in a way that can keep up with the affray in the market. Productive

advertisements in relevant localities might help aalalallotmentmentment in this consider.

The centre competencies should be apparently focused to appeal the customers.

Managers demand to induce and investment the employees to effect the principles that are

undertaken effectively and effectively (Michael A., 1999).

4.2 Evaluate resource requirements to implement a new strategy for

Autoglass

In meeting to evaluate the assets of assort, the organization needs to select the straight

components and emplacement them in the suitable agencies to alter the services

(Archangel A., 1999). Autoglass has prioritized its weak resources because as it is a work

bourgeois of windscreens and needs a vast man commonwealth to date the exact of the

customers. Autoglass has a fleet pairing which needs man cause also and they are cagy

virtually their create aggression. So Autoglass is disbursement large adjustment in

education and evolving the abilities of the employees to render the best mating in the

commerce. Autoglass continue scenario and enterprise of components and time

percentage Autoglass is the slip acting in the business because they are utilizing the

1

mortal materials to insure the enduringness and security of the customers and moreover

effectual ingenuity designing and assessing the resources methodically to give the mortal

care.

4.3 Discuss targets and timescales for achievement for Autoglass to

monitor a given strategy

Evaluation of the benchmark outcomes:

1

Conclusion

Autoglass has made the windscreen fixing or replacement tranquil for the clienteles and

providing services to the consumers to their complete satisfaction. The Autoglass

Company has the potential to grow and become one of the best windscreen replacement

organizations in the world.

1

References

Arazy, O, &Gellatly, I., 2012, 'Corporate Wikis: The Impact of Autoglasss in the

Windscreen industry, vol. 29, no. 3, pp. 87-116.

Armstrong, G., & Kotler, P. (2006). Marketing: An introduction (8 th Ed.). New York:

Prentice Hall. Addmour, H., &Ayish, H. (2005). The influence of marketing

service mixed. Jordan University Journal, 1, 143-156

Autoglass Company. [ONLINE] Available at: http://www.autoglass.co.uk/Glass-repair-

and-replacement.186.0.html. [Accessed 19 October, 2013].

Grant M. R., (2010) – Contemporary Strategy Analysis, Amazon.co, Wiley Higher Ed; 7th

edition.

Gudonaviciene, R, &Rutelione, A 2009, ‘Deciding the way of communication, 'Corporate

Communication: A Strategic Tool for Crisis Management', Journal Of Economic

Development, Management, IT, Finance & Marketing, vol. 3, no. 2, pp. 55-

67iors', Economics & Management, pp. 397-406.

Ivanauskiene, N, &Auruskeviciene, V., 2009, Change Management and Its preparation',

Economics & Management, pp. 407- 412.

Kotler, P., 2000. Marketing Management. 5th Ed. New Delhi: Prentice hall of India.

Melody, Y. & Kevin, H. 2000. “Market Strategies” Decision Support Systems. Vol no.

27, Pp 368-378.

Michael A. (1999) A Handbook of Human Resource Management Practice.9th Ed.

London:

Schultz, H. (2006). Discover the Traits of Top Management [online]. s.n. Available from:

http://www.nwlink.com/~donclark/leader/leadcon.html [Accessed October 26,

2013].

1